The aim of the article is to analyse some fundamentals of Corporate Social Responsibility (CSR) movement in the midst of growing criticism towards the abuse of excessive corporate power in contemporary society. Through the knowledge of stakeholder theory the voluntary CSR actions and some legal initiatives mainly in the European context are discussed. Next, the author describes the relations between CSR and marketing. Although some critics arguethat marketing represents a part of the problem rather than its solution,the author claims just the opposite. In his view, the marketing concept can be, when understood through social exchange theory, an important starting point in the search for the general stakeholder theory and the whole movement of CSR.
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